AMZ Scale Summit 2025 · Main stage · Tomer Rabinovich

TACOS is a myth.

Ad costs keep climbing and Amazon's fees keep stacking. Most sellers respond by obsessing over one number. This talk takes that number apart and shows what to watch instead.

The full talk · Press play, then enable sound
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Chasing a lower TACOS is not a strategy. It is a way to quietly shrink.

Cut ad spend and the number looks better on Monday. Then organic rank slips, sessions fall, and the business is smaller by the end of the quarter. The metric moved. The company did not grow.

What the talk covers

Where the real money is decided.

A working session from the AMZ Scale Summit stage. No slogans, just the math sellers keep getting wrong.

01
The state of PPC
Cost per click has been rising for years, and referral plus fulfillment fees stack on top. Why the ad line is not the problem most sellers think it is.
02
Why TACOS misleads
The number blends two very different jobs, defending rank and buying growth, into one ratio. Optimizing the ratio quietly punishes the thing you actually want.
03
What to run instead
The metrics that map to profit and to a stronger exit, and how to read spend as an investment in position rather than a cost to cut.
Take it further

Where sellers go from here.

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